Hispanic Ad crosses over ethnicities – passes through borders.

GlobalHue has launched an innovative television spot that was originally developed to target new compact car intenders in the Hispanic consumer market. However, the spot, “Lightweight, A Lot Of Character,” is so powerful in its appeal that Dodge executives have translated it into English to be aired in general market programming. The spot will also air in Mexico, Canada, the Caribbean and Europe.

“The spot was designed to appeal to young Latinos who are energized and committed to their dreams,” stated Alfonso Marquez, GlobalHue’s lead account planner for Dodge. “This commercial speaks to self-motivated, strong and capable Latinos who aspire toward a better life, and have the willingness and strength to succeed.”

“Lightweight, a Lot of Character” features a professional boxer and the Caliber in split screen. Aimed at the Hispanic consumer, both scenes move to the beat of reggaeton as the boxer, who appears to race with the Caliber, amplifies the look and performance of the vehicle. The front grille of the Caliber is on one side; chiseled abs on the other. The screen highlights the boxer’s defined, expansive back and at the same time, the roomy rear hatch is exposed. Shot in an old Air Force hangar, the two stand separate in the open building, but are one. The song featured on the commercial will soon be available as a ringtone.

“The spot compares parts of the vehicle with scenes from the boxing world,” said Pablo Calonge, GlobalHue’s creative director. “Through these analalogies, we communicate the bold and strong personality of the Dodge Caliber.” Other members of the Caliber creative team include Felipe Godinez and David Mendoza, art directors; Ignacio Valle, Associate Creative Director; Linda Ruiz, Copy Writer; Cathy Antoniello, executive producer (TV); and Mike Miller and Preston Burr, producers (print).

The ad shows the versatility of the Dodge Caliber and introduces consumers to a vehicle whose parent company is best known for its trucks. The 2007 Dodge Caliber television campaign will be complemented by magazine and radio ads. The Caliber has the lowest MSRP in its class. The base model starts at $13,800.